HIGHLIGHTS OF SOME OF THE SUCCESSFUL SOCIAL MEDIA CAMPAIGNS OF INDIA

With more than 100 million users on Facebook and 18 million on Twitter, India is increasingly experiencing a growing number of social media campaigns every year. There were some very good social media campaigns over the last 2 years and I would like to highlight few of my favourites.

NARENDRA MODI’S SOCIAL MEDIA CAMPAIGN FOR 2014 PARLIAMENTARY ELECTION.

 

According to me, PM Modi’s campaign was the most successful social media campaigns in India so far that made him victorious. It was the first election where social media played such an important role and became a direct means of information and engagement across the country. Undoubtedly, this was India’s first election with such large-scale usage of technology, open-access internet platforms to connect, build conversations, share, mobilize opinion, and citizen action.

There were 58m tweets related to the elections between the start of 2014 and the announcement of Mr Modi’s victory, according to data published by Twitter India, with more than 2m posted on results day itself, estimates which were based only on popular search terms and may well be a vast underestimate. Such was the effect of his social media campaign that International press crowned him the title of “The Social PM” after his victory.

From Google Hangouts to social networks, Mr. Modi used a variety of online tools to gauge public opinion during his campaign and the same strategies are being used now to build consensus while in government. And that resulted in his victory, as he chose his audiences well for social media marketing. More than 40% of the voters were first time voters in 2014 election and most of the crowd was from young generation.

To look at some facts, among politicians, Mr. Modi ranks second behind only Barack Obama in number of fans of his official Facebook page (Mr. Modi has 21.8 million and counting). No other political leader is even close. His Twitter account and that of his office are among the fastest growing among politicians and elected officials worldwide. Among public figures who have some political sway, he trails only Mr. Obama, the Dalai Lama and Pope Francis in Twitter followers, with 6.62 million

NATIONAL GEOGRAPHIC INDIA’S “MY NAT GEO COVERSHOT

With over 10 million fans on the Facebook page, Nat Geo India decided to promote their show CoverShot through a ‘My NatGeo Cover Shot’ contest on Facebook. Participants could experience the thrill of having their photo as a NatGeo magazine cover. Followers had to upload their photos and caption it, entering them in the contest through the Facebook app to create a virtual cover page. They also had the chance to win travel packages. This garnered over 18K photos. This earned National Geographic 3.8 million additional likes even though it wasn’t a requirement for the contest.

The USP of the campaign was that participants could download this image as well as share it on Facebook and Twitter with their friends and followers. Every week participants with the best shots were announced as winners on the show. Thanks to the contest the FB page currently has 13.8 million likes even though there was no need to ‘like’ the page to be able to participate.

The campaign success could be measured by the fact that Nag Geo India had launched the contest again – Nat Geo Cover Shot 2, which had already received more than 13k likes so far and still counting.

OREO DAILY DUNKS AND DUNKATHON

Oreo India launched a Facebook-led social media campaign which made them the fastest growing Facebook pages in the world at that time. The brand created content units which connected it with an important event of the day on which the post was made.

For example, on June 21, it posted a visual update reminding people that it was the longest day of the year, an obvious fact. But to connect it with the brand, it used a stretched pack of Oreo biscuits.

The first thing you notice about the posts is the use of the product and its packaging as a visual device to explain the event that it talks about in the post. For example, in the following image, posted on June 06 when Tetris (the famous video game) was released, an Oreo biscuit has been broken into small pieces to resemble Tetris blocks. Later on, Oreo India also took its ‘Daily dunks’ initiative to the community by launching Dunkathon.

The brand should be considered an example in the way it used Facebook to spread interesting content. Oreo India’s Facebook page has taken its cue from Amul’s print campaign and created content units which connect the brand with an important event of the day on which the post is made.

Another thing that we noticed in all the posts is the use of hash tags. The brand’s hashtag, #DailyDunks, was not the only one being used, but it also piggybacked on the hashtag relevant for the days. For example, it used the hashtag #DoctorsDay on July 01 with a relevant image to celebrate Doctor’s Day. The use of these varied hashtags acted well to amplify its reach.

The other most important thing was the use of the concept of Daily Dunks to set the frequency of the posts it made during the campaign. Contrary to the advice given by almost all social media experts, Oreo India made just one post on its Facebook Wall in a day, during the campaign, with the exception of some odd days when it made more than one posts. And that completely made the difference. The same post, photo, hashtag got shared thousands of times across social media creating enormous brand image and awareness.

SIGNATURE SELFIE CAMPAIGN

‘Brand Signature’ is all about glamour, style and making an impression. The brand has been continually associated with fashion shows and celebrity fashion icons, within India and globally, influencing fashion experts and budding fashionistas.

To tap into this community of young trendsetters, Signature launched a two-month long campaign purely through a mobile app – the Signature Selfie app. Designed for and targeted at the 18-32 age group, urban, fashion conscious consumers, who are regular users of apps, social sharing and websites, the campaign provided them with a platform to showcase their ‘Signature Style’ and also win in the process.

Signature roped in fashion photographer Atul Kasbekar to select the most stylish signature selfie and teamed up with digital agency Experience Commerce to execute the same. While the top five most voted selfies won prizes every week, one of them won a private portfolio shoot with Atul.

The ‘Selfies’ app mirrored the bold concept of self-expression, positive narcissism, the culture of self-love and creative identities. But while, Selfie is a cultural phenomenon – it wasn’t just any selfie; it was the ‘fashion’ selfie branded as – The Signature Selfie’.

The idea was to enable every individual to take a fashionable selfie and easily share it. One had to sign up with Facebook or Twitter to get started on the app. The innovative 5-second timer made it easy to pose and just have enough time to give it your best pout

Atul Kasbekar and the model and actress Lisa Haydon launched the campaign at the Signature Fashion Weekender at Mumbai – with a YouTube release of his video tips and the campaign website launch.

In the next few weeks, the app for iOS and Android was launched and Selfies took off on social media. Each week was about a theme to express in – ‘Make an Impression’, ‘Shades of Glasses’, ‘Play Hard’ and ‘Party Shots’. Inspiring content was created by leading fashion bloggers and curated from the latest trends in the world ove

The campaign gained traction from the word go and was a big success with more than 16,900 entries and 29,614 page views. The users appreciated the technicality of the app calling it an “incredibly convenient” way to take better pictures.

For the two months that the campaign ran, the app saw a total of 29.2K iOS downloads and 45,181 Android downloads. Thousands participated and the number of selfies clicked and uploaded reached over 9500, with voters frantically voting for their favourites. Total number of votes reached around 17,000 with the winner receiving over 200 votes.

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